ALIFE – Fubu T-Shirt

Those of us who came of age in the ’90s will immediately recognize the following four-lettered word: FUBU, short for “For Us By Us.” The tagline made up the calling card of the hip hop brand that enjoyed its peak in the mid-’90s, its distinctive logo appearing on ballcaps and graphic tees on the day’s chart topping rappers. New York’s ALIFE now appropriates the name for a new tee-shirt design that sees “Fubu” appearing on Supreme’s iconic red box logo. A mashup of two NYC-based brands — one finding its legs just as the other was exploding on the scene — the tee is available now through ALIFE’s online store.